Serving up Greatness to Wimbledon Fans

The
All England Lawn Tennis Club (AELTC) is welcoming thousands of visitors to
Wimbledon 2016 with a live campaign that connects with the ongoing ambition to
be the greatest tennis tournament on the planet. Creative agency, Space, has
leveraged ‘In Pursuit of Greatness’,
the tournament’s new global proposition, to build excitement and anticipation
for fans from the minute they arrive in SW19.

Space, which has worked with AELTC for the past five
tournaments, has again explored the official Club archives to select imagery
that brings to life Wimbledon’s obsession for greatness.

Featuring tennis greats, both legends of the game and current
top players, the campaign also highlights the officials and Wimbledon staff who
make the tournament what it is today.
The work emphasises the importance of continual improvements in the 50
weeks of preparation each year to create the perfect event for players and
visitors.

Inspirational dual messaging is used on a range of outdoor
media placements. Examples include: ‘If perfection takes time… but can pass in
an instant’ featuring a floored Djokovic, and ‘If tradition is respected… as
much as innovation’ showing a coin toss and a fan checking the Wimbledon app.

The range of media placements will include the famous
Wimbledon Queue as well as traditional outdoor media sites, free standing
displays, structural walkways and gateway arches. Space has devised site
specific material for the two main stations that welcome the bulk of fans to
the tournament – Wimbledon and Southfields.

Visitors encounter the campaign from the moment they exit
the trains and tubes at Wimbledon and Southfields Stations. As well as
providing the first taste of the tournament, the signage ensures that fans can
easily find their way to the All England Club.

Hundreds of thousands of tennis fans who queue for tickets
will experience 'In Pursuit of Greatness' in the famous Wimbledon Queue,
walkways, and on the Championship Lawn which plays host to Wimbledon Partners
outside the main grounds. Space has worked to incorporate partner branding into
the media sites.

A spokesperson at the AELTC said:
'We want to create anticipation and buzz among our visitors from the moment they
arrive in SW19. Space has once again taken some of the iconic Wimbledon moments
and teamed them with the traditions and the behind the scenes heroes who make
the tournament happen leveraging our global positioning of ‘In Pursuit of
Greatness'.”

David Atkinson, managing partner at Space, said: “We are
privileged to continue our relationship with the AELTC. The agency has
leveraged the new ‘In Pursuit of Greatness’ brand platform to create a campaign
that evidences the many areas that the AELTC focus on to continually improve The
Championships. Tennis fans have a special and intimate relationship with the
history and tradition of Wimbledon, and having access to the AELTC’s archives
has allowed us to do justice to the new proposition.”